Hadrien Maureille
Strategic Marketing / Product Marketing Manager
Professional Status
Employed
Available
About Me
➽ Innovate through ideation, experiment and testing using design thinking and lean start-up methodologies
➽ Develop market-specific recommendations, value propositions and business cases
➽ Manage product life cycle and offerings from new product introduction to product bundling and product phase-out
➽ Inspire and motivate others with my thinking and engage them to move with me
➽ Imagine marketing & com. plans that most influence the customer buying process
➽ Increase sales capabilities, create selling enthusiasm and build sales confidence
➽ Build strong brands through passion, innovation, creativity and pragmatism
➽ Lead the marketing action in order to increase the economic performance & sustainability
➽ Drive the change from a product approach to a market driven approach
➽ Analyse continuously customer & sales data by using the best of IT office automation
➽ Develop market-specific recommendations, value propositions and business cases
➽ Manage product life cycle and offerings from new product introduction to product bundling and product phase-out
➽ Inspire and motivate others with my thinking and engage them to move with me
➽ Imagine marketing & com. plans that most influence the customer buying process
➽ Increase sales capabilities, create selling enthusiasm and build sales confidence
➽ Build strong brands through passion, innovation, creativity and pragmatism
➽ Lead the marketing action in order to increase the economic performance & sustainability
➽ Drive the change from a product approach to a market driven approach
➽ Analyse continuously customer & sales data by using the best of IT office automation
Global Strategic Marketing Manager & Digital Project Marketing Lead, 3 years - Cargill, Schiphol
Cargill
Since June 2018
Full-time
Schiphol
Netherlands
- Responsible within the "Global edible oil solutions" business ($7bn revenue) for performing global market researches, build strategic marketing plans and develop business cases for a fat & oil blend portfolio dedicated to four global win categories: food service, bakery, confectionery and early life nutrition
- Develop data-driven market insights & actionable recommendations to support GEOS growth strategies and innovation and advise category leaders on key business decisions around ‘’where to play” and “how to win’’.
- Deploy the global strategic marketing process (Market map, STEEP trend, MPV, PLA) within the regions to spark new category-specific product line architectures which meet the long-term customer needs
- Build business cases and value propositions following the lean start-up methods and Cargill Marketing Academy framework backed-up with interviews, surveys and workshops with customers, SMEs and category leaders.
- Ensure connectivity with other Global Food Ingredient Enterprise marketing teams and efficient and effective gathering and use of primary and secondary market information.
- Design market assessment processes and tools with trusted data sources (Euromonitor, Innova, Nielsen, iHS Markit…), qualitative and quantitative models, dynamic market maps and SME/customer interview templates.
- +++++
- Responsible within the PalmWise™ digital innovation project team for co-developing the business model and value proposition of the new Cargill Palm Sustainability Digital platform aiming to build transparent, traceable, sustainable palm supply chains.
- Help defining a common understanding across the organisation of what makes a supply chain transparent, traceable and sustainable. Learn from best practices used in Cargill Cocoa & Chocolate sustainability program.
- Guide the team through the lean start-up customer discovery process: Facilitate workshops using collaborative tools and ‘innovation canvas’ to help the team to structure their ideas and prioritise their business assumptions.
- Test and validate assumptions as a team with pre-selected customers (via workshops, wireframes, survey and interviews) in order to design a fit-for-purpose digital product
- Propose a 3-Tiered offering approach with different price points and feature sets which could incentivize customers to transition from conventional to certified sustainable palm oil.
- Develop visual strategic summary, positioning statement, benefits ladder and key messages of the new platform to be used in both internal engagement presentations and external commercial presentations.
- Plan and execute the customer on-boarding program by sequencing the series of actions who need to be taken by the team before the Go Live including the on-boarding / training of the FIBI strategic key account teams.
- Propose a brand architecture across three commodities (Soy, Cocoa and Palm) with a common naming convention. Align with other commodity enterprises to trademark: CocoaWise™, SoyaWise™ and PalmWise™.
Marketing & Communication Specialist EMEA, 1.8 year - Cargill, Rotterdam
Cargill
October 2016
to May 2018
- Responsible within the Strategic Marketing & Technology department for developing and deploying product marketing strategies for a premix & additive portfolio dedicated to animal feed producer, dairy farmer & poultry integrator. (€84,4mln revenue). Lead and/or support strategic marketing projects, new product introductions, brand development scenarios, PR & communication initiatives, competitor & customer related analysis.
- Introduce Neochicc™, the new poultry early nutrition offering, on the Turkish market. Plan and manage the product launch together with the local team. Design marketing collaterals to support the sales of the product.
- Develop the Neocow™ Care value proposition & marketing plan following the Marketing academy framework. Increase the sales of calf milk replacer in EU by collaborating with automatic calf feeding system manufacturers.
- Re-position the ProviMilk™ Calf milk replacer range on the UK/IRE market. Analyse the competitors. Repurpose the 24-month young animal nutrition program to leverage the sales of calf milk replacers.
- Build with the sales team a standard product portfolio to frame our product marketing strategy. Design a catalogue to relay our proposition, build our brand and drive our sales in the Dairy industry.
- Propose a brand architecture to rationalize a complex and disparate brand portfolio dedicated to young animal nutrition. Trademark the Neo-line brand concept with Neocow™, Neochicc™ & Neopigg™.
Industry Marketing Manager Europe, 5 years - Omron Europe, Hoofddorp
Omron Electronics
August 2011
to September 2016
- Responsible for increasing market awareness, penetration and growth within the packaging machinery market (€54mln revenue, +17% FY14/FY11 growth). Design, develop and deliver a comprehensive programs targeting the Food & Beverage industry with the objective of driving new customer expansion and existing customer penetration while positioning Omron as “market specialist” and leading supplier in industrial automation.
- Define market priorities based on the EMEA machinery production yearbook of IMS Research. Develop a new strategy toward the F&B / Packaging OEM industry and obtain the creation of the “IMM” role.
- Lead the European packaging project from design to implementation across 9 sales subsidiaries; imagine a comprehensive marketing and customer reference programme “Know and Be Known in Packaging” to attract customers’ attention online and offline, create new business opportunities and align the company strategy behind a clear marketing message: “Your automation partner in packaging”.
- Roll-out the project by organising country kick-off meetings to collect sign-off approvals and commitments of Country Managers. Run market-specific sales training to create selling enthusiasm & build sales confidence.
- Develop industry-specific value propositions, corporate brochures, case studies, white papers, customer testimonials, press articles, industry website and trade show concept used in 9 European fairs (e.g. Interpack)
- Develop and implement a digital content strategy with buyers’ journey in mind that delivers the right messages at the right time and makes prospects take action. Measure and analyse click-throughs and file downloads.
Product Marketing Manager, 1 year - Omron Europe, ‘s-Hertogenbosch
Omron Electronics
August 2010
to July 2011
- Responsible, at the European headquarter, for an automation product portfolio (Programming Software, PLC, HMI and RIO) dedicated to the European machinery market. (€90mln revenue).
- Accelerate the product selection process by developing a product selection software tool helping sales force to easily create bill of materials. (Excel VBA mock-up, SW specifications document & Suppliers evaluation).
- Build business cases to influence the global product development programme owned by Omron Japan.
- Optimise the product life cycle and re-invente the business of mature products: Increase customers’ share of wallet by cross-promoting complementary products. Introduce new products and promote existing products across 9 countries. Train sales force.
- Share marketing knowledge, best practices and success stories across countries.
- Track monthly sales by generating reports per subsidiary using the BI software tool.
- Visit customers and industrial fairs to collect customer feedbacks and benchmark our offering against competition.
Product Manager, 3 years - WILO SE / Pompes Salmson SAS, Paris
WILO SE
August 2007
to July 2010
- Responsible, on the European market, for water pumps, speed drives and control panel products portfolio dedicated to water supply and heating systems for collective buildings. (€56.4mln revenue)
- Develop a product benchmark software tool comparing prices, specifications and performance of own and competitors’ products supporting sales team to easily convert competitive solutions to ours.
- Develop an automated sales report generation software tool to track monthly business results
- Manage the product offering: promote a “system” approach, create offers combining complementary products, rationalise the portfolio by phasing out customisation options or old products due to new norm constraints.
- Introduce new products and promote existing products: helpdesk and sales force training, brochures, industry trade shows demos (e.g. ISH), website, catalogues, price lists, operating manuals and datasheet.
Junior Product Manager, 2 years - Schneider Electric SA, Nice
Schneider Electric
September 2005
to July 2007
- Responsible for the preparation, coordination and communication of the new M340 Programmable Logic Controller (PLC) product launch towards the EU, APAC, NA subsidiaries and over the machine builder / OEM market.
- Coordinate field tests and first-users program, ensure prototypes are built, sent and tested; act as coordinator between the production plants and country organisations. Develop tools to migrate from old to new platform.
- Promote new product and get buy-in of country marketing and sales departments: implement a global commercial action plan, design promotional materials and website, prepare the SE Initi@tive 2007 exhibition
Lean start-up, business model & value proposition canvas, Job to be done, design thinking and ideation, assumption mapping & testing plan, prototyping, validating & pivoting – Speaker: Maaike Doyer
Market Map, Buying Process, Segmentation, Customer Profile, Value Proposition, Benefit Ladder, Offering Comparison, Value-based pricing, Positioning Statement, Marketing Plan – Speaker: Goutam Challagalla
Specialised Master's Degree in Marketing - EM Lyon Business School, France
EM LYON
September 2003
to February 2005
- Marketing, New Product Development, Technology and Innovation Management.
- 3 months International MBA cursus in Spain at Escuela de Organizacion Industrial (EOI)
• General Mechanics, Electronic, Automation, IT, Project management.
• 1 year Erasmus Program in England at the University of Nottingham.
• 1 year Erasmus Program in England at the University of Nottingham.
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Marketing Strategy
➽ Strategy visualisation ➽ Market research ➽ Competitive intelligence ➽ Positioning Analysis ➽ Benchmarking ➽ Product launch ➽ Commercial Action Plan ➽ Marketing & Communication plan ➽ Commercial Offer Creation
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Market research
➽ Market / Customer segmentation ➽ Competitive intelligence ➽ STEEP analysis ➽ Benchmarking ➽ Positioning study ➽ Market-Product fit analysis ➽ Impact and economic studies
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Copywriting
➽ Positioning Statement ➽ Offline and Online Content creation ➽ Whitepaper ➽ Brochures ➽ Sales pitch
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Marketing Communications
➽ Email marketing ➽ Newsletter ➽ CRM Management (segmentation, qualification, etc.) ➽ Website update ➽ Customer Event & Fair
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Product Management
➽ Market and customer need analysis ➽ Collect product specifications and requirements ➽ Analysis of P&L, Share of market, Share of wallet, sales figures, costs ➽ Product go-to-market strategy ➽ Marketing collateral creation ➽ Support and train sales force
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Innovation management
➽ Lean start-up ➽ Business model & value proposition canvas ➽ Job to be done ➽ Design thinking and ideation ➽ Assumption mapping & testing plan ➽ prototyping, validating & pivoting
- MS Office
- Excel VBA
- Mural, Miro, MS Whiteboard
- MS team
- MS Project
- Mentimeter
- Inkscape, GIMP
- WordPress, IBM Connections, Eloqua, MailChimp
- QuickView, Cognos
- Power BI, Tableau
- Salesforce.com
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Français
Expert
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Anglais
Expert
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Espagnol
Intermediate